By Tom Sponsel, CPA/ABV, CFF
Managing Partner
[email protected]
Many business owners are so focused on growing their business they forget to stop and assess whether they’re easy to do business with. Here are some things to consider when building relationships with customers and trying to earn their loyalty.
Responsiveness: Don’t leave customers hanging. Even if you don’t have sufficient time to talk to them, touch base to let them know when you will be available for a more in-depth discussion. Better yet, ask what other times they will be around to talk business. Communication is key! But get back with them as promised!
Hours of Operation: If you’re having trouble keeping up with customers’ needs, maybe you need to consider breaking past the standard 8-5 work week and adding evening or weekend hours. You need to adopt a 24/7 mentality, especially if you’re a small, self-owned business. You need to serve the customer when they can access you.
Payment Methods: New payment methods — such as PayPal and Venmo — not only speed up cash collections, but they appeal to younger generations of customers.
The First Impression: Your first impression is your best impression. Is your service truck clean? Are your employees in a uniform with an ID badge? Do your service techs put on shoe covers before entering a residence? Do you greet customers with a smile and a firm handshake? Think of your first impression as your audition. Make customers want to give you a callback and then offer you the role! Building trust starts with you. You can apply the golden rule here. Treat customers how you would want to be treated. Be the kind of business owner you would trust.
Expectations: Be careful with deadlines. Don’t throw them out, unless you’re certain you can do something by the time you say you can complete it. It’s best to under-promise and over-deliver. Customers like pleasant surprises; they want you to exceed their expectations. And if you have to go the extra mile at the last minute due to your customer’s poor planning, don’t hesitate to charge more for the rush job.
Be Honest: Honesty includes telling people when something isn’t possible. Be straight with them. It’s OK to say “no” to hasty requests. A lack of planning on their part doesn’t constitute an emergency on your part. Instead of trying to pull tricks out of your hat at the last minute, provide realistic solutions that are workable in the long term. Good business isn’t about making a fast buck. It’s about building long-lasting customer relationships. Honesty sometimes means telling the customer what they do not want to hear, but honesty builds credibility and trust.
Some Customers Aren’t a Good Fit: As hard as you may try, you can’t please everyone. The customer isn’t always right. Don’t bend over backwards for those who have unrealistic desires and expect Cadillac service at a Yugo price (remember those little, clunky cars?)
Character and integrity matter in the marketplace. Make sure you follow these guidelines to build your reputation as a business of choice, the kind people consider easy to do business with.
If we can assist you further with achieving success in your business or personal affairs, please contact Tom Sponsel at (317) 608-6691 or email [email protected].